The long time Prince Albert radio station has been re-branded XFM, and brought on a new Program Director, Alex White. White has over 27 years-experience, working for radio stations across Western Canada.

"We're going to give Prince Albert the rock station that it wants,” he said. "Mix 101 has done well for 15 years but was never fully committed to a rock format."

White said a lot of the music format in the past has crossed into the Jim Pattison Broadcast Group's other Prince Albert station, Power 99FM. The music format now will feature a lot more classic rock.

"So a lot more AC/DC, a lot more Led Zeppelin, a lot more Rolling Stones. We're still going to be playing new music but it will be rock hits," he said.

White said he has taken a lot of his knowledge from his experience in markets like Saskatoon and Edmonton. When asked how he envisions the sound and look of XFM, he said it will sound like a cross between The Bear in Edmonton and CJAY92 in Calgary.

In terms of the name itself, White said it represents the station’s identity, a reflection of the station’s actual call letters CHQX.

"So Mix 101 becoming ‘X’ is still kind of paying homage to when we first launched in 2001,” White said.

The morning show team is also getting a shake-up.

Comedian Kelly Taylor will team up with Lew Harrison.

White said Taylor, who has appeared on Just for Laughs and Yuk Yuk’s, will be the right fit for the new identity.

“He's a funny guy if you’ve ever seen him do stand up. He’ll probably have some quick witted comments in the morning show for Lew, he’ll be entertaining to listen to,” he said.

White has launched two other radio stations previously but they were Top 40 stations, XFM is his baby.

"Rock n’ roll is where I come from, it's my background, I play in a rock band," he said. "If you listened to rock 'n roll in the 70s, 80s and 90s, this is all that and more," White said.

XFM can listeners can listen at 101.5FM in the Prince Albert area; 90.5FM in Waskesiu; 97.5FM in Big River; 98.3FM in La Ronge, or online, anytime at XFMrocks.com.